RETHINKING THE MYTHIC PRESIDENCY

Changes in technology, as well as in the structure of news organizatio ns, have eroded the basis for the traditional style of American presid ential leadership-the mythic presidency. The mythic presidency has bee n a consistent theme in the public perception of the American presiden cy. Consequently, much of the literature on American presidential lead ership stresses the importance of qualities such as ''strength'' and ' 'charisma.'' However, technological and organizational changes introdu ced throughout the 1980s have eroded much of the basis of myth creatio n. Specifically, the erosion of the ''private sphere'' in the presiden cy, coupled with the dramatic changes originating with the wave of med ia mergers and takeovers in the 1980s and culminating in the current s tate of ratings-driven ''infotainment,'' has radically altered the eff icacy of traditional styles of presidential leadership. Within this co ntext it is no longer feasible to maintain leadership in the style of the mythic presidency.